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ABSTRACT
Retailing has been one of the oldest trade practices in India.
Traditional retailing practices include weekly fairs, kirana shops etc.
fair price shops of public distribution system is a large retail network
managed and controlled by the government. The onset of the twenty
first century saw tremendous growth in organized and modern retail
outlets. There have been many different formats that have come up
in Indian retail scenario. These formats include department stores,
hypermarkets, supermarkets, discount stores, boutiques etc. specialty
stores is another format that has become popular. There are specialty
stores for electronic and white goods, jewelry, footwear, and apparel.
Apparel retailers have taken lead in this retail revolution. Apparel and
fashion products are way different from other products. These products
are characterized by short life cycles and high product turnover. The
consumer buying behavior of apparel and fashion products is also
different. Psychological satisfaction rather than utility satisfaction
is expected to play a major role in apparel purchase decisions. In
this context, a study of factors affecting apparel buying decisions is
undertaken at selected apparel retailer. There were similar studies done
in other places and contexts. But similar study is not reported from
Introduction
Organized retail has been growing in India since the beginning of the
new millennium. This growth in organized retail is facilitated by growth
in the Indian economy spurred by the government of India policy of
liberalization, privatization and globalization of Indian economy since
early 1990s and subsequent rise in income levels and surplus money
among Indian public. As a result Indians, especially middle and upper
middle class are psychologically and economically ready to pamper the
growth in organized retail. This growth in Indian organized retail is led
by chain stores like shoppers stop and lifestyle that are predominantly
fashion and apparel retailers. Later future group has really speeded up the
growth in terms of size and number of formats. Many Indian corporate
companies have jumped into the bandwagon. Fashion and apparel
product categories are way different than other product categories. The
way customers contemplate the decision to buy or not to buy is also
different. Psychological satisfaction of buying a product in vogue is more
important than utility factors. In this context a study conducted at a
selected apparel store in Hyderabad to examine the factors affecting the
consumer behavior. The lickert scale factors from an earlier study by Isita
and Pradip (1996) are adopted in this study.
Literature Review
Isita and Pradip (1996) did a study on factors influencing purchase of
apparels from organized retail outlets. The frequent change in lifestyles
with changing fashion preference of consumers is fed by the newer retail
offerings coming from the organized retailers, where apparel gets utmost
importance. Keeping these changing facets in view, this study makes an
Vol. 1, Jan. 2013–Jan. 2014 Annual Research Journal of SCMS, Pune 43
Research Methodology
Research Objectives
Following are the research objectives for this study:
1. To profile the customers of a selected apparel retailer
2. To study the customers’ buying behavior at a selected apparel store
3. To research the underlying factors determining the customers’ buying
behavior at a selected apparel retailer.
Population
Customers shopping at selected apparel store
Data Collection
Primary data is collected by a survey method
Research Instrument
A structured and validated questionnaire and reliability tested with a Cron
Bach alpha value of 0.792.
Vol. 1, Jan. 2013–Jan. 2014 Annual Research Journal of SCMS, Pune 45
Sampling Method
Sampling involved mall intercept survey method. Structured questionnaire
has been administered. A sample 100 respondents was targeted. Finally
80 usable questionnaires were short listed.
Data Analysis
Data is analyzed using SPSS software. Factor analysis is the statistical
tool used.
Data Analysis
Following is the result of analysis of data collected through primary data
collection.
Frequency Percent
Yes 68 85.0
No 12 15.0
Total 80 100.0
Frequency Percent
Strongly disagree 2 2.5
Disagree 18 22.5
Neutral 40 50.0
Agree 14 17.5
Strongly agree 6 7.5
Total 80 100.0
Factor Analysis
Following is the result of factor analysis:
Total Variance
Seven factors with eigen value of more than 1.0 account for about 70
percent of variance.
50 Annual Research Journal of SCMS, Pune Vol. 1, Jan. 2013–Jan. 2014
Scree plot shows that seven factors with Eigen values more than 1.0
accounting for significant amount of variance.
The under laying factor can be termed as ‘shopping for a social process
and discounts’.
Component 2 is associated with the following factors:
1. Buying apparel is not expensive here
2. I buy here because it saves money.
3. Stitching lasts for many years.
The under laying factoris‘cost consciousness and value for money’.
Component 3 is associated with following factors:
1. Outlets are for middle class people.
2. Family shopping is possible under one roof here.
The underlying factors are ‘comfort for family shopping and shopping
for middle class’.
Component 4 is associated with following factors:
1. Latest designs are available.
2. Convenient to buy as it offers pick and choice.
The underlying factors ‘shopping & merchandise convenience for the
people’.
Component 5 is associated with following factors:
1. It accommodates all classes of buyers.
2. One can blindly trust.
The underlying factorsis ‘customers’ trust’ Component 6 is associated
with following factors:
1. Selection is easy.
2. Size creates no bar in selection
The underlying factor denotes‘availability of choice’.
Component 7 is associated with the following factors:
1. The apparel remains new for years
2. Wearing this apparel gives me same feelings till rejection
Theunderlying factors include ‘durability and longevity of apparel quality’.
54 Annual Research Journal of SCMS, Pune Vol. 1, Jan. 2013–Jan. 2014
Conclusions
Majority (85 percent) purchase apparel regularly from organized outlets.
About 46 percent buy mostly casual wear while another 46 percent buy
all types of merchandise. Majority customers (56 percent) shop once in a
month. Seventy five percent of the customers are either neutral or agree
that shopping is not expensive at organized outlets.
Customers gave high priority for availability of latest designs, availability
of options, shopping for middle class, convenience of pick and choice
and family shopping under one roof. Customers gave low priority for
advertisements and trust
The underlying factors affecting apparel buying behaviour of store
customers are shopping as social compliance and for discounts, cost
consciousness and value for money, family shopping, shopping and
merchandise convenience, customers trust, availability of choice and
durability of and longevity aspects of apparel quality.
Recommendations
Retail managers should focus and strengthen availability of latest designs,
many options, convenience of pick and choice and family shopping for
which customers gave high priority.
Retail mangers should focus and incorporate the underlying factors
determining the apparel buying behavior of the customers in their retail
marketing strategies. These factors are cost consciousness and value
for money, family shopping, merchandise and shopping convenience,
availability of choice and durability.
References
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Isita and Pradip (2010). “Factors Influencing Purchase of Apparels from Organized
Retail Outlets”, The IUP 76 Journal of Marketing Management, Vol. IX, Nos.
1 & 2, pp. 73–87.
Vol. 1, Jan. 2013–Jan. 2014 Annual Research Journal of SCMS, Pune 55
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